UWSMC Fall 2011 Pam Fleischer. “Mediamorphosis” - How News is Adapting Online newspaper or web newspaper Twitter, Facebook, Blogging.

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Social Media Transforms JournalismUWSMC Fall 2011Pam Fleischer

Good evening, my name is Pam Fleischer, I investigated how Social Media is transforming journalism from a journalists perspective, specifically focusing on a newspaper with which we are all familiar, the Seattle PI. For this presentation, I interviewed Amy Rolph,

1Mediamorphosis - How News is Adapting

Online newspaper or web newspaperTwitter, Facebook, Blogging"mediamorphosis" in which newspapers are recreating themselves on the Internet, mass communication analysts have shown that online dailies are not only proliferating but gaining independence. Over half of all daily U.S. newspapers have already established Internet versions. In addition, according to the recently released Fourth Annual Media in Cyberspace Study, a third of all print respondents say their publications' Web sites are allowed "at least sometimes" to scoop their parent organization. 20 percent of the newspapers with Web sites report that "at least half of their content was original," as opposed to 7percent in 1996. It is a defensive move based on 1) production costs rising 2) readership especially among young people declining while news seekers are flocking to the internet. On line newspapers have a built in speed advantage but getting the story fast, but getting it right as we have all witnessed can suffer. The future/success of the online /electronic news providers will depend primarily on the quality of their content. An online newspaper, also known as a web newspaper, is a newspaper that exists on the world wide web or internet either separately or as online version of printed periodical. Going on line created more opportunities for newspapers such as competing with broadcast journalism in presenting breaking news in a more timely manner. The credibility and strong brand recognition of well-established newspapers and the close relationships they have with advertisers are also seen by many in the newspaper industry as strengthening their chance of survival. Movement away from the printing process can also help decrease costs.

2How News is AdaptingFacebookTicker: Live UpdatesSubscribeSearch Public UpdatesStorytelling & Breaking NewsNewsfeedEngagementVideo ChatLivestream App

CNN Press Room is the official website for CNN's public relations team. Providing the latest announcements and information about CNN's various networks, programs and platforms, CNN Press Room provides direct access to press releases, fact sheets, video and images, as well as transcripts, anchor and reporter bios, a running stream of the latest tweets from @CNNpr, and a comprehensive list of individual contacts in the CNN PR department.

Name brands have credibility with readers but to maintain credibility, the internet journalists have to be first but they have to add a twist, a unique interpretation. I have focused on Facebook as it is a popular platform these are not the only tools available but Facebook can be highly leveraged. Facebook focused on tools for journalists at the Mashable Media Summit 2011 a one day conference in NY where people who are reshaping media in 2012 and beyond spoke in a series of presentations.FB:Ticker: Wants to surface things that are more timely. It is unfiltered, for media companies, Ticker puts a lot more emphasis on breaking content. There are now 2 opportunities to see that either as a recent story of through ticker. (in left hand corner) Subscribe: using your profile to communicate in a more professional way. Subscribe allows a person to do that. (see Ann Curry page) Search Public Updates this page gives a bunch of filtering options. Posts by Everyone are public posts. Story telling and breaking news using real-time updates. Allows reporter to incorporate a personal element or first hand observation. See Ann Curry page. News Feed 5,000 character limit up from 420. For people who dont want the rich formatting with notes that you used to be prompted for at the 420 character limit, it is for people who want to use Facebook as a blogging platform. (At this point I wonder if it should be about Facebook of Journalism?) Engagement Example Dateline NBC asked Do you have questions for David Goldman? Go to our Facebook page and Goldman was actually on there answering questions from users. Video Chat as a journalist use for long distance interviewing. Livestream App if a journalists work involves video or audio, consider hosting a broadcast using a livestream app on Facebook. Add Incentive to Content KSAX incentivized FB fans by promising a video of meteorologist Mark Anthony getting Tased onse KSAX reached 3k likes.3A Papers Journey, A Reporters StorySeattles former print landscapeHearst-owned Seattle Post-IntelligencerThe Seattle TimesReporter ProfileGraduated 2006Traditional trainingNight cop beat, politics and higher education

From 1983 to 2009, the Times and Seattle's other major paper, the Hearst owned Seattle Post Intelligencer were run under a Joint Operating Agmnt (JOA) whereby advertising, production, marketing and circulation were controlled by the Times for both papers, the two papers maintained their own identities with separate news and editorial department. The Times announced its intention to cancel the JOA in 2003 citing a clause that 3 consecutive yrs of losses allowed it to pull out of the agmnt. Hearst sued arguing that a force majeure clause prevented the Times form claiming losses as a reason to end the JOA when they result from extraordinary events e.g. in this case a 7 week strike by members of Newspaper guild. District judge ruled in Hearst's favor, Times own the appeal, Hearst continued to argue then they settled their dispute in 2007 but JOA ended when Seattle PI ceased publication on Mar 17 2009 when it became on line only. The Seattle PI covers Seattle and the surrounding metropolitan area.

Even prior to being solely online, the Seattle PI always wrote for the web first then the paper. After the dispute was ended the PI much to the surprise of everyone shut down. They announced they would be sold, but everyone knows that translates to being shut down because no one buys a newspaper. Out of the PI closing anumber of innovative ways/firms emerged to deliver on line news some have failed.

Amy graduated from Univ of Wa in 2006 with political science, journalism major. as a serious, professional journalist following the formula she began covering the night cop beats, GRITTY very professional involved knocking on the door of grieving mothers asking them about their son or daughter who was just involved in accident or shooting. She then moved into higher education and politics. Editor of The Daily at UW 2003-2006; Reporter Seattle PI Mar 2006-Mar 2009; After the Seattle PI print edition closed down she went to work as a Business Reporter for the The Daily Herald in Everett Mar 2009-July 2010; Reporter seattlepi.com July 2010-present . 2011 earned a Masters of Communication in Digital Media. While at The Daily as recently as a year and a half ago, they asked why would you ever need a FB page Twitter, etc. is for lazy reporters.

About Amy Rolph. Amy Rolph writes about Seattle. That probably seems like a pretty general news beat, right? You might even say it's not really a beat at all. It is. And it isnt. Amy writes about education and government for seattlepi.com. She also covers entertainment, businesses, the economy and crime. Sometimes she writes about personalities and nightlife. In other words, Amy writes about Seattle. Much of her work appears on the Bib Blog, a place designed to showcase stories for and about the people who live and work in Seattle. Amy covered education and government for seattlepi.coms newspaper predecessor. More recently, she wrote about business for the Daily Herald In Everett. 5th generation Washington native, lives in Fremont neighborhood. Know a story you think she should tell? Email her or find her on Twitter. . . .

Examples that support what many of you have experienced and observed and created yourselves:It is very much a personal, friendly social profile of Amy that is exposed, presented, offered to the public yet she has discusses serious, weighty topics. It is very much welcoming you to establish a personal relationship with her, sharing with you where she lives and building credibility and affinity to build community with you.The tools she suggests you contact her through the fact that she even suggests you contact her through are Twitter and email which in itself bridges the gap between older technology (email) and newer tools (Twitter)

Print to on line only really interesting e.g. Geekwire

4Posts 8 Blogs a DayUser driven what you want to know not what you should knowWriting based on what people are talking aboutHave a point of view tone is importantCapture attention - create an experienceInspiring reaction makes a connectionBiggest challenge: Trying to Stand OutTime is everythingTell a better storyFind a better storyPick tools & know when to use themWhats different for the reporter turned blogger?Far different than meeting one afternoon deadline everyday. She was formally on the phone a lot, not as much in person but still more than nowYou find out about what people are talking about and report on that. You are writing based on what people are talking about. Searching on what do you want to know rather than dictating what you should know. She writes content for smart people who are bored at work. Looks for stories in the local media, blogs, radio. She writes things that are related to news. Follows the rabbit trail. She often write things that are related to big news. Changing a tone, finding a niche, cant report on everything, Tone of content is very important. Have to have a point of view, an angle making a commentary entertaining. In journalism school they dont want you to have an opinion, but on line you have to walk a fine line between being too strong and making it entertaining having a comment even about serious issues. Writing about real people you need to strike a balance between being sarcastic without damaging all without the benefit of eye contact, a controlled information flow, now you are respondingInstead of simply reporting the news, she must capture their attention, it must be somewhat 1)controversial, 2)be important to people (they personally care, they 3)identify with the topic4) it is where people are trending. You must create an experience much the same as the Starbucks model, consistent, they know they enjoy the experience. She monitors Google trendsYou want people to have a reaction, because that makes a connection. Appetite dictates what she writes about.Move a lot faster, sense of value if you can break something with new content. Judged based on the product you put out, it has to be evident in your workTo produce accurate, readily understandable news accounts with many layers of information bloggers/reporters need the same critical thinking skills but will also have to learn new skills such as hypermedia design and navigation, abstract writing and video/audio editing. Some fear that learning new skills will crowd out or detract from the learning of higher order thinking. Some schools teach both e.g. Columbia's graduate School of Journalism.You must move a story forward, it used to be you would write today then think about what you would write tomorrow.. Now you write today and think about what you will write in the afternoon.Nine

5Tools, Measurement, Revenue & InnovationToolsStorify.comFacebook (FB) high trafficMeasurement - Real time data on traffic on the site - page viewsOmnitureGoogle AnalyticsRevenueLeverage the internet and their search prominenceDisplay advertisingInnovationNews on LocationGeekwireNY Times Project Cascade

Most tools are easy to use. Pick tools and know when to use them. NOT everything has to have a cool widget, eg. Video. Storify.com is a great new site which allows you to make stories using tweets, photos, videos, or anything on-line. You can easily drag and drop these items into one place, to make a story. You can then re-order the elements to improve the stories flow, and include your own text. You can then share, or embed your story on your website for everyone to see!This is a free service, where you get your own profile and page. All you need to register, is your Twitter name!Facebook is making a play to be the news reporters platform as evidenced by introductions of features targeted at news media.Real time traffic data busy in the morning when people get to work, then at lunch and at 3:30pm. We have an appetite to consume. Amy writes until readers stop reading. Adobe, featuring Omniture technology, is the leading provider of online business optimization and marketing automation software. Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness.This was versus subscription rates and single copy sales. You listen and respond so that you give people what they wantSwitched to FB to gain civility because of connection to profile, high traffic does well. Things about family and friends (this is who I am has to be content about community, how people define themselves.For example the Tacoma News Tribune which is a traditional is leveraging internet search and marketing. The PI leverages the fact that they come up and appear frequently and as a high priority on Google. (whoever originally set this up coded it so it would be consistently high.) If you are a small business you want to hitch your star to the PI to be noticed. They sell this as a benefit. Tradition display advertising is steady. Heartstmedia services takes Amys work and finds ways to make money form it. As a new business you go straight to Google or you find a partner like the Seattle PI.News on LocationGeekWire is an independent technology news site and online community based in Seattle, Wash. covering the people, companies and innovations emerging from and impacting the Pacific Northwest.The site was founded in March 2011 by John Cook and Todd Bishop, in partnership with startup veteran and investor Jonathan Sposato. In May 2011, GeekWire named entrepreneurial guru Rebecca Lovell as its chief business officer.In October 2011, geek sparkplug Red Russak was named GeekWires community manager.Jonathan SposatoAs veteran technology journalists, with two decades of combined experience covering the tech beat, John and Todd have embraced the digital revolution and new online tools while attempting to stay true to the ethics and values of traditional reporting digging through documents, talking with sources, getting out into the community and seeking to put the news of the day into larger context and perspective.Play video

6Challenges/Risksaccuracy "getting the stor...